The deal starts with eight custom headphones for eight clubs, but we can expect more in the coming years.
Major League Soccer (MLS) has teamed up with Beats by Dr. Dre, making Beats the official audio partner of MLS. Announced on February 19, 2024, the four-year deal starts with the creation and release of custom Beats headphones for players from eight selected clubs this year.
All About the MLS and Beats Partnership
Aligning with the start of MLS’ 29th season, MLS brings Beats in as the official consumer audio products partner, replacing JLab Audio.
In line with this, Beats is set to introduce custom headphones this year for players from eight of their chosen MLS clubs. These clubs include:
- Atlanta United
- Columbus Crew
- Inter Miami
- LAFC
- Nashville SC
- NYCFC
- St. Louis City SC
- Toronto FC
These upcoming Beats headphones are promised to be custom-made and hand-painted to reflect the unique spirit and identity of each club and its players. While these will only involve 8 clubs this year, the partnership is looking to add more clubs in the next years.
Aside from the custom headphones, select MLS players will also be featured in upcoming Beats brand marketing campaigns. These will be released on both Beats and MLS platforms.
The partnership will also let players use Beats headphones on the field before and after matches. This means we’ll be seeing more players wearing the headphones while warming up.
Though the financial details remain under wraps, Chris Thorne, the Chief Marketing Officer at Beats, shared his excitement about the partnership.
Thorne further highlighted the strategic intent behind selecting MLS for this partnership. Here, he recognized the league’s appeal to the Gen Z audience, which is a demographic that resonates closely with Beats’ brand identity.
“What we love is so many of the fans appear to be the Gen Z youthful audience that Beats has forever resonated with since we started.” he says.
“A huge focus for us the past few years has been how do we continue to stay youthful, creating great products that audience loves and then how do we connect with them.”
Camilo Durana, MLS’s Executive Vice President for Apple Partnership, Properties, and Events, echoed the sentiment of this partnership. He emphasized that the partnership is a natural extension of the league’s cultural initiatives.
Broader MLS and Apple Engagement
The partnership between Beats and MLS is an addition on top the league’s $2.5 billion media deal with Apple. This alliance has brought forth several fan-engaging initiatives since 2023.
Key initiatives from this collaboration include:
- MLS Docuseries with Box to Box Films: This involves the exclusive release of an upcoming MLS docuseries on Apple TV. Alongside other notable productions like “Messi Meets America” and “Messi’s World Cup: The Rise of a Legend,” this series offers an in-depth look at the league and its stars, providing fans with unprecedented behind-the-scenes access.
- Club-Curated Playlists on Apple Music: Apple Music is releasing MLS-focused playlists. These playlists bring together songs that represent the spirit and culture of MLS clubs.
- Matchday Guides on Apple Maps: Fans can find local spots to watch games, learn about stadium amenities, and more, enhancing their matchday experience.
- My Sports on the Apple TV app: This feature keeps fans connected to their favorite teams. It offers game alerts, live scores, and the ability to follow multiple teams easily.
- Comprehensive Coverage on Apple News: The Sports tab in Apple News provides access to team news, scores, schedules, and standings. With Apple News+, subscribers also get additional in-depth content from The Athletic.
- Enhanced Siri Capabilities: Siri can now answer a variety of MLS-related questions. This includes game schedules, player stats, and team standings, making it easier for fans to stay informed.
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